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PASTOR GENERAL'S REPORT, July 25, 1980
Page 8
time to do so. Susan and I both appreciate the genuine interest in
us as individuals. Our last contact with the director of the
ministry, as it was, occurred in the spring of 1977. We were
discussing our future, our hopes and desires with this man. He
"worked it in" over lunch. We talked as he ate his onion soup, and
drank his beer. After our conversation with you the other day, I
sense a new spirit in Ministerial Services. I get the feeling that
the ministry is now more than just names on that magnetic board you
fellows have out there. My family and I appreciate this new attitude
and spirit of brotherhood at Pasadena.
Thanks again!
Mike Booze
News From England and Ireland
The following report for the month of June comes from our office in
England:
"In the U.K. and Eire, the first phase of the year's advertising has now
drawn to a close. During the summer holiday months we are planning only
to take advantage of any special rates which may come up, waiting until
September before carrying on as normal once again.
"The advertising programme to date has been very successful. Apart from
obtaining almost 20,000 requests for the magazine due to the ads this
year, we have also been able to conduct a number of tests. These have
given us a good deal of other useful information for the future.
"For example:
1. When advertising The PLAIN TRUTH, a direct approach works best!
2. Not only does "freepost" draw more initial replies when used in
an ad, but for some reason their later "conversion" to regular
subscribers also seems slightly greater than someone who had to
initially find a stamp.
3. Local papers are not as effective as the large circulation
national dailies.
4. The more expensive up market papers (e.g. The Times and Guardian)
are not as cost effective as the large circulation national
dailies.
5. "Down market" papers (e.g. the Sun and News of the World) do not
respond quite as well to our present approach as the more con
servative middle class papers (e.g. the Daily Mail).
6. Offering a subscription rather than a single introductory issue
increases the response significantly.
"Scandinavia: We have been very pleased with the response this year to
the advertising programme in Scandinavia. Rather than lagging behind the
ads in the U.K., cost per response is actually better than in Britain,
even though the ad used is almost identical.